This year, kids won’t just be browsing the Toys “R” Us holiday catalog; they’ll be playing with it.

This year, kids won’t just be browsing the Toys “R” Us holiday catalog; they’ll be playing with it. “The Great Big Toys “R” Us Book of Awesome,” a whopper issue at 96 pages, includes interactive elements for the first time ever. Readers who download the Geoffrey Shuffle app can hover over spreads to see 3D games, and much of the content looks more like a “lifestyle spread” than a toy list. The brand is hoping the changes will add some of the “magic” back into the catalog experience. (Creativity)